Dabur Vatika Shampoo
Brave & Beautiful
Brief:
Dabur Vatika Shampoo needed a platform to connect with today’s women. Brief was to create a campaign
where the brand can have conversations and emotional engagement with the audience through a relevant and
scalable idea. In India, a woman is considered beautiful only if she has long hair. The objective of the brand
was to go beyond this superficial beauty aspect and talk about the beauty, which comes from within.
Dabur Vatika Shampoo needed a platform to connect with today’s women. Brief was to create a campaign
where the brand can have conversations and emotional engagement with the audience through a relevant and
scalable idea. In India, a woman is considered beautiful only if she has long hair. The objective of the brand
was to go beyond this superficial beauty aspect and talk about the beauty, which comes from within.
Strategy:
From this insight the campaign ‘Brave & Beautiful’ was created, where the brand takes a stance for Cancer
survivors, expressed through a strong statement, ‘Some people don’t need hair to look beautiful.’ A 4-minutes
digital film was created, which shows the journey of a Cancer survivor from being apprehensive about her looks
to confidently facing the world. The campaign was launched on Digital medium followed by Print and DTH in
its first phase. Mobile, Radio, Outdoor, Activation & Product Innovation are planned for the second phase.
survivors, expressed through a strong statement, ‘Some people don’t need hair to look beautiful.’ A 4-minutes
digital film was created, which shows the journey of a Cancer survivor from being apprehensive about her looks
to confidently facing the world. The campaign was launched on Digital medium followed by Print and DTH in
its first phase. Mobile, Radio, Outdoor, Activation & Product Innovation are planned for the second phase.
Result:
‘Brave & Beautiful’ campaign joined the million dollar club organically, clocking:
• Over 4 million views
• Over 300,000 likes
• A million shares
• Overall 90 million global digital impressions
• As a response to the film, Dabur Vatika got 7000 (approx.) survivors stories, so far
• The brand got free media coverage and PR of $100,000 (approx.)
Cultural Context: The Black Spot (Bindi) :
The film uses a rich Indian cultural practice of putting a black spot (black bindi) on the temple. This is
usually done to a newborn, or a newly wed girl as it symbolizes a blessing towards a new life, a mark to
recognize beauty and is also believed to protect bearer from evil eyes.
usually done to a newborn, or a newly wed girl as it symbolizes a blessing towards a new life, a mark to
recognize beauty and is also believed to protect bearer from evil eyes.
All three facets are true in the context of our protagonist, who is a Cancer survivor. She has defeated
her biggest enemy and is now starting life afresh. She is beautiful because she is brave. The act of her
husband of putting black bindi on the temple instead of her forehead, not only reassures her that she is
beautiful and gives her the required confidence to go out and face the world, but also blesses her for
new life, post Cancer.
her biggest enemy and is now starting life afresh. She is beautiful because she is brave. The act of her
husband of putting black bindi on the temple instead of her forehead, not only reassures her that she is
beautiful and gives her the required confidence to go out and face the world, but also blesses her for
new life, post Cancer.
